Should brands/companies create their own profile in Facebook or should they just stick to the Facebook pages? Are there any rules? How do you think the community would feel befriending a "Nike" or a "CNN" profile as opposed to adding a "Nike" friend?

To answer your question, I'd say a resounding NO. I echo Adam -- People want to deal with a person.

I've always felt the same way about group email boxes, i.e. customerservice@xyzcompany.com. I hate those. They are so impersonal and, based on experience, my expectation of a response goes down to about 5%

I came onto this page today and actually had trouble finding the Discussions. The opening page doesn't have the "Discussions" tab at the top, although discussion threads appear on the right. You might want to take a look at that from a usability/navigation point of view. I prefer how the Internal Collaboration is set-up, although I now realize you are hoping to steer folks into one of Build, Manage or Measure.

Companies can have GROUPS but I don't think they're allowed Facebook profiles. The site is pretty stringent when it comes to this. Anyway, who wants to be a friend of Nike? I think the 'groups' feature is far more versatile when it comes to seeing your community and bullitens. The profiles are not equipped to deal with the amount of information and interactivity that a product or company needs.

According to the FB Terms of Use - Please be aware that managing multiple accounts is a serious violation of Facebook's Terms of Use. If we determine that an individual has more than one account, we reserve the right to terminate all of their accounts. Maintaining multiple accounts, regardless of the purpose, is a violation of Facebook's Terms of Use. If you already have a personal account, then we cannot allow you to create business accounts for any reason.

So, I wonder how anyone could comply with the FB TOS and have a business account, since I would expect anyone wanting such an account (or setting up an account for a business) would already have a personal account.

Of course, at this point I'm not certain how this discussion ties back to Jive SBS?

I am not fuly aware of FB TOS but if they state that any accounts (whihc inlcude profiles) can not be used for commercial actiivity/benefit there does not seem to be sense in having a profile page for companies. For business reasons there are compnay pages and FB advertising. But a comany can do stealth tactics like encouragin it's employees or say relatives of employees (lol) to go join FB , build profiles, say good things about their company and products to others. Much similar to flogging.